The New Phenomenon of Eco-Silence: Greenhushing
The vast majority of institutions recognize the urgency of making eco-friendly business choices and have begun to create laws to safeguard our planet, but this is giving rise to new, deeply concerning phenomena like greenwashing.
In the evolving landscape of corporate environmental responsibility, a new phenomenon has emerged – greenhushing. Also known as eco-silence or the suppression of green initiatives, this practice sees companies refraining from communicating their sustainability actions and goals. Delving into this concept, it becomes clear that the deceptive tactics of greenwashing have spawned a quieter yet equally impactful adversary
The Emergence of Greenhushing
Incorporating environmentally sustainable actions has become essential for every type of company since consumers have become more conscious during the purchasing phase. According to a study conducted by Credit Suisse based on responses from 10,000 people in 10 different countries aged between 16 and 40, consumers are willing to spend more on environmentally sustainable products. Furthermore, this report highlights how young consumers are significantly concerned about the environment.
Precisely to exploit this sustainability-related fear and increase their revenues, many companies have started implementing greenwashing practices through unverified or unverifiable environmental sustainability statements. This has had a decidedly negative effect on consumer trust towards those who apply eco-friendly claims on their labels.
But the negative repercussions of this phenomenon have begun to hurt the wallets of these “clever” companies through fines or complaints. However, the fight against greenwashing does not end here. In January 2024, the EU approved a community directive to protect consumers from deceptive marketing practices. The new rules aim to make product labeling clearer and more reliable, banning the use of generic environmental indicators such as “environmentally friendly”, “animal-friendly”, “green”, “natural”, “biodegradable”, “zero climate impact”, or “eco” if not supported by evidence.
Taking the necessary precautions has not only been the EU’s prerogative. To counter this trend, authorities worldwide have opted for stricter legislation. France, at the forefront, passed a climate law on January 1, 2023, which prohibits advertisers from claiming that a product or service is biodegradable or eco-friendly without publishing a report on greenhouse gas emissions.
Across the ocean, California implemented anti-greenwashing legislation on January 1, 2024, requiring advertisers to provide data supporting the truthfulness of their environmental promises.
As useful as these directives may be in combating greenwashing practices, they have given rise to a new, decidedly more dangerous phenomenon than greenwashing, namely greenhushing.
The Rise of Greenhushing
In response to the crackdown on greenwashing, many companies are opting for a defensive strategy by withholding their environmental commitments. Coined by the Swiss consulting firm South Pole in its 2022 annual report, the term “greenhushing” has gained ground. The 2024 edition reveals a worrying trend across all industrial sectors. Among the 1,400 companies examined, 86% of consumer goods companies, 72% of oil companies, and 88% of environmental services providers admit to reducing their sustainability communications. It is interesting to note that 93% of the latter still meet their targets.
This alarming trend represents a threat to climate action, hindering collaboration, innovation, and corporate responsibility. Nadia Kähkönen, Communications Director at South Pole, warns against avoiding imperfect steps for fear of criticism, emphasizing that the negative impacts could endanger our planet.
Data and Transparency
Chisara Ehiemere, a researcher at the Stern Center for Sustainable Business at New York University, emphasizes the importance of credible communication about goals and progress. Transparent communication can inspire employees, companies, and communities to act, creating opportunities to address issues. However, achieving this transparency requires more reliable data, better planning, internal coordination, and strategic partnerships.
Conclusion
Navigating the landscape of corporate sustainability, unmasking greenhushing becomes imperative. In addition to the deceptive practices of greenwashing, companies must recognize the value of transparent communication, supported by reliable data, to foster genuine progress towards a more sustainable future. In an era where silence is not always golden, let’s ensure it doesn’t hinder crucial steps towards a greener tomorrow.